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Palgrave Macmillan

Artificial Intelligence along the Customer Journey

A Customer Experience Perspective

  • Book
  • © 2023


  • Offers a theoretically driven hands-on approach to how AI technologies can be implemented along the customer journey
  • Analysis the relationship between AI and consumer behaviour across multiple AI solutions
  • Offers actionable insights that could be used by retailers to make better use of AI tools
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About this book

The development of several AI solutions has revolutionized the way in which consumers behave. Serving as a guide to the role that AI plays on different aspects of consumers’ life, this book provides a comprehensive understanding of the main artificial intelligence (AI) solutions available in the market. In particular, the authors adopt a customer experience approach to investigate how different AI technologies play a role at different stages of the customer journey (e.g., from pre-purchase to post-purchase decisions).

Covering a range of technologies, such as augmented reality, voice assistants, chatbots and robots, readers will be able to learn which strategies and AI solutions are more effective at different stages of the customer journey.


Table of contents (8 chapters)

Authors and Affiliations

  • Goldsmiths, University of London, London, UK

    Ada Maria Barone

  • University of Sussex, Brighton, UK

    Emanuela Stagno

About the authors

Ada Maria Barone is a Senior Lecturer in Marketing at the Institute of Management Studies, Goldsmiths, University of London. Her main research interests lie at the intersection of marketing, sustainability, and consumer psychology, with a special focus on the understanding of the psychological mechanisms underlying consumers’ sustainable behaviours (e.g., disposal decisions, plant-based consumption). Another stream of research she is interested in is focused on the understanding of the antecedents of consumers’ and employees’ acceptance of artificial intelligence technologies.

Emanuela Stagno is a Lecturer in Marketing at the University of Sussex Business School. She conducts research in judgment, decision-making, and consumer behavior, with a particular emphasis on consumer decisions when dealing with financial and physical hardships and new technologies. One of her research streams focuses on understanding how and when hardship influences consumers’ attention, cognitive processes, and behavior. Another of her research streams explores how new technologies (i.e., smart surveillance technologies) influence citizens’ behavior and sociability.

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